The UK broadband provider says customers deserve absolute honesty and transparency at the point of purchase, and at present, this is not guaranteed.

Earlier this week, media regulator Ofcom reported that for certain broadband services, 97 per cent of consumers do not receive the advertised download speed.

Clodagh Murphy, Director of Eclipse, said the internet service provider has long championed the move towards better informing customers about the services they are buying.

She claimed that being realistic about line speeds is a key part of this, and something broadband providers must commit to.

"As the current industry standard description of the two main ADSL networks is 'up to 8Mb' and 'up to 24Mb', it has never been more important for websites and sales teams to ensure absolute clarity on actual performance," Ms Murphy added.

Last month, Ms Murphy welcomed Ofcom's decision to open a discussion paper into net neutrality - the principle of treating all web traffic as equal.

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